What new from Google - Mobile Web, Progressive Web Apps, Allo & Duo messenger, Daydream for VR, Android N, and highlights from Google Performance Summit - AdWords and Analytics updates
4. Numbers that matter…
Over 1 billion
Chrome mobile users
200 million active
Google Photos users
65 billion app
downloads
600 different Android
phones
12 different Android
Wear partners
50 million Cardboard
apps installed
25 million
Chromecasts sold
50% of search from
mobile, 20% voice
5. Keynote recap in 10 mins
https://www.youtube.com/watch?v=f7_4QoZwH54
33. Search 3.0 – Assistive Search
The evolution of search is to be more assistive. It started with Conversational
search – voice search to what we see if assistive search. Google’s expertise
in extracting information from content across the web and from partners plus
its machine learning smarts to understand what people are asking. How do
they do this? Voice recognition, machine translation, natural language
understanding as well as semantics coming together.
34. Two Way
Conversational Search
Put another way, Google search has been largely a way that people typed queries in a
one-way conversation to get information that they themselves used to complete tasks.
Google assistant is going beyond that, to a two-way conversation, one that aims to fulfill
tasks as well.
To put it in perspective broadly – Our content marketing OR SEO strategies will need to
have the “conversational/informational trigger terms, and not just clickbaits; effectively
would content need to be become answers to the questions users ask.
35. Personalised Search & User Intent
Higher & better understanding of users intent as well as permanent Logged in User; which
means personalised/customised results. This again increases the importance of local SEO.
Work for every user on all browsers – Standalone or Inapp Browsers seemslessly
Work for every user on all browsers – Standalone or Inapp Browsers seemslessly
You web apps/ or say websites need to be like water; adaptable to any screens or form factors
Work offline or on low quality network connections
Advertisers will be able to adjust bid multipliers from -100% to +900% for mobile, desktop as well as tablet, individually. Previously the bid adjustments could be done only for mobile, against desktop & tablet combined, within the range of -100% to +300%.
Advertisers will now be able to set the base-level bid using the device of their choice, and have 3 separate device strategies instead of 2. This contributes to ‘mobile first’ strategy, as it will be possible to run proper mobile-only campaigns for the first time since introduction of Enhanced Campaigns, without having to artificially downweight desktop & tablet bid.
Google announced responsive ads for display that automatically resize and adjust to the look and feel of the content to tap into publishers’ native ad inventory. The ads are built dynamically by Google. Advertisers provide headlines, a description, an image and a URL
The ads “unlock new native inventory” in apps and mobile websites in the GDN. Whereas those sites may have been relying on another network for native ad serving, Google is saying it can now fill that inventory demand, too.
Google also announced that it is expanding the potential reach of GDN remarketing campaigns “by giving you access to cross-exchange inventory, which includes more websites and apps around the world.”
while the network already claims to reach 90% of all internet users, Google is expanding the reach & inventory of the Google Display Network further, with the addition of 30 more networks.
Over the years, Google has expanded remarketing and demographic capabilities to better target searchers first on the Display Network, and then more recently on the Search Network. Remarketing Lists for Search Ads (RLSAs) have been around for a few years, allowing advertisers to layer remarketing audiences on to their Search campaigns. A new feature called Similar Audiences for Search will give advertisers the capability to create new audiences based off existing ones. If this feature sounds familiar, it is. Advertisers are also allowed to create similar audiences on the Display Network.
The second format is called Demographics for Search Ads (DFSAs). Currently in beta, this feature lets advertisers set bid modifiers on the Search Network for both age and gender. For example, if your primary audience is 25 – 34-year-olds, it would make sense to bid higher for this age group. Here’s how that adjustment will look in the interface.
Settings bids by age and gender allow that much more granularity in your account management. Furthermore, it better helps signify user search intent, showing users more personalized ads based upon demographics.
Included in Google’s emphasis on mobile is the ability for searchers to easily find local businesses. Google states that nearly one-third of all mobile searches are related to location. In addition, the industry is abuzz about more searches using “near me” terminology. For those businesses using location extensions, ads have the potential to be more visible on Google.com and Google Maps.
Google is also utilizing new ad formats, including promoted pins (not to be confused with Pinterest’s version) and special offers. The goal is to have businesses further stand out whether it is directly on the map or giving users extra incentive to come into the store.
Google is improving the accuracy for footfall measurement by utilising Bluetooth Beacons. This is a big step for advertisers that want to connect their online and offline data strategy, as AdWords will be able to record data such as how long someone stays in a store, where they came from, and even their physical position within the store.
Google has measured 1 billion+ store visits from AdWords ads globally